Summary
Overview
Work History
Education
Skills
Certification
Timeline
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Sheena Arora

Ottawa,ON

Summary

I’m well-experienced, detail-oriented Marketing Operations professional with a background in E-mail marketing, Marketing Automation, CRM analysis & Strategic planning. I am a result-oriented marketing professional with technical mindset and good understanding of marketing tech stack. I have experience in building marketing campaigns & working with cross functional teams. I am also equally skilled in strategic business thinking, with hands-on implementation on Strategic Marketing plans.

Overview

6
6
years of professional experience
1
1
Certification

Work History

Marketing Operations Manager

Seismic
05.2022 - Current
  • Serving as the strategic SME for Marketing Operations with marketing stakeholders, to build and optimize marketing processes using Marketing Automation tools such as Marketo,Salesforce, 6sense, Drift, Alyce, Bizible, RingLead and other systems integrations .
  • Partnering with demand generation team to help them optimize their marketing programs; segment and leverage the marketing database for greater campaign efficiency, contact outreach, engagement and effectiveness within target accounts.
  • Overseeing email marketing program development, workflows and execution, including building web forms and emails, segmentation, testing and deployment and continually evaluate these for improvements.
  • Building and optimizing operational workflows using Marketo such as lead/data management, lead scoring, subscription center, data normalization, lead lifecycle etc.
  • Optimizing campaign strategies, leading to a 25% increase in click-through rates (CTR) using A/B testing, email deliverability techniques, etc.
  • Assessing, developing and enforcing system governance policies across MarTech platforms including privacy and compliance infrastructure such as GDPR & CASL laws are followed.
  • Develop and maintaining documentation to ensure Go-to-Market teams are enabled.
  • Empowering marketing team to effectively and efficiently leverage selected martech tools and platforms.

B2B Marketing Automation Specialist

CARFAX Inc.
01.2021 - 05.2022
  • Managing the Marketing automation, lead nurturing and marketing tech stack for Demand gen team.
  • Managing Sales, Customer Success & Marketing team use of MAP (Marketo) & CRM (SFDC) for sales/prospect data
  • As Marketo/SFDC admin, maintaining data integrity and alignment with sales processes
  • Building the foundation of CARFAX’s integrated Marketing technology stack by implementing/optimizing Marketo, Bizible, 7thsense, SFDC, Asana, Slack, Zoom, etc.
  • Designing & Implementing automated Marketing systems designed to increase engagement as well as drive revenue.
  • Tracking & reporting performance of multi-channel, lead generation & retention campaigns.
  • Managing the lead lifecycle/lead nurturing program builds in Marketo/SFDC and serving as in-house expert for Marketo.
  • Collaborate with cross-functional teams (Growth, Sales, Campaigns, Web, Digital) on campaign production and executing integrated campaigns thru multiple channels
  • Owning Marketo/SFDC campaign set-up, scheduling, testing, and deployment of ad-hoc, recurring, triggered and dynamic content-driven campaigns
  • Ensuring compliance (GDPR & CASL) and best practices in every program launched, acting as a data steward

Marketing Automation Campaign Manager

JAM Direct
02.2020 - 01.2021
  • Working with account & development teams to setup, test & deploy complex data driven campaigns for Enterprise accounts using Adobe Campaign Classic & Marketo.
  • Lead the deployment of complex and dynamic data-driven email marketing campaigns within expected timelines from set up to testing, to live launch.
  • Writing HTML and testing in multiple platforms & environments.
  • Setting up Data imports/exports, segmentation filters, personalization & dynamic content for Databases ranging from 10,000 – 6,000,000 consumers.
  • Working with enterprise teams for UAT testing and proactively investigate and resolve client issues.
  • Recommending process improvement strategies and help develop efficiencies to help manage client expectations.
  • Providing support and expertise to the Development Team in building, versioning and testing emails effectively based on campaign requirements.

Marketing Automation & Campaign Specialist

Old Republic Insurance Company of Canada
06.2018 - 02.2020
  • Managing Strategy, development & execution of CRM programs to support business objectives
  • Daily responsibilities include - planning & creating email marketing programs, planning & implementing CRM analysis to meet business goals, managing & executing effectiveness of all marketing programs & lead generation campaigns including lead scoring & nurturing programs
  • Developed complete ecosystem of email campaign management and automation environment using HubSpot, Salesforce & Mailchimp that can be leveraged in a consistent manner
  • Lead in design, development, & implementation of graphics, web banners, pull up skins, folder designs, communications, posters, website design while helping achieve 50% increase in website traffic
  • Good knowledge and functional expertise on all aspects of Salesforce CRM: marketing, platforms, database management, campaign management.

Education

M.Sc. in Marketing -

Dublin Business School
Dublin, Ireland
01.2016

Bachelor of Commerce -

Panjab University
01.2012

Skills

  • Salesforce CRM
  • Performance Metrics
  • Inbound Marketing
  • Lead Generation
  • Project Management
  • Data Analysis
  • Marketing Automation
  • Campaign Management
  • Email Marketing
  • Customer Segmentation
  • Cross-Channel Marketing
  • Landing Page Optimization
  • KPI Performance
  • ROI Analysis
  • Targeted Marketing Campaigns
  • Vendor Relationship Management
  • Campaign Implementation
  • Database Management
  • Expert in Marketo, Salesforce

Certification

  • 2x Marketo Certified Expert
  • Salesforce Certified Administrator
  • Certificate in Social Media Marketing – George Brown College

Timeline

Marketing Operations Manager

Seismic
05.2022 - Current

B2B Marketing Automation Specialist

CARFAX Inc.
01.2021 - 05.2022

Marketing Automation Campaign Manager

JAM Direct
02.2020 - 01.2021

Marketing Automation & Campaign Specialist

Old Republic Insurance Company of Canada
06.2018 - 02.2020

M.Sc. in Marketing -

Dublin Business School

Bachelor of Commerce -

Panjab University

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Sheena Arora